When I was employed by big-corporate PR, I used Google News Alerts religiously. Still do. It's a fantastic service, constantly filtering the Google index for current news relevant to my search query and delivering it to my inbox every day. At Apollo, I was interested in news about our company, and news about our competitors, partners, and vendors. Every day I'd get slogs of data to pile through, press releases to scan, and punditry to parse.
And after the list of headlines came the list of mentions in the blogosphere; post after post of opinionated bloggers and students, some slamming the organization for one reason or another, largely for things we could do little to rectify (I lost my financial aid money, I can't drive, the school hates me, my lemonade monkey peed in my hair, etc.). But most of the blog commentary came from conscientious, diligent writers, passionate about their cause, and eager to share that passion with the world.